关键词: “归真堂事件”, 微博, 舆论传播, 需求与满足, 动物保护

Abstract: The result of Fujian Guizhentang’ listing application becomes hard to predict because of the tremendous influence of microblog opinions by animal protection forces. The “Guizhentang event” highlights the influence of microblog in animal protection movement. Seen from “the audience demand and satisfaction” theory，microblog propagation is characteristic of low effort and high return，grassroots，nonprofit and public space，which makes microblog an important media of animal protection. Micro blog helps animal protection organizations in promoting animal protection knowledge，making appeals to animal protection，recruiting volunteers，raising funds，sharing and exchanging experiences of participating in public welfare projects. Thus，microblog creates a new path to the animal protection events and will ensure the healthy development of animal protection cause.

Key words: “Guizhentang event”, microblog, public opinion propagation, demand and satisfaction, animal protection